Bottle to Throttle: How Performance Oils & Fluids Benefit Aftermarket Shops

This article originally appeared in the January 2025 issue of THE SHOP magazine.

Performance oils and fluids can be more important to the overall speed equation than one might initially think. Offering increased reliability and efficiency for today’s high-tech powertrains and drivetrains, these pour-in performance enhancers help maximize the potential of everything from racers to daily drivers.

Often an area where consumer knowledge is lacking, shops that strive to become lubrication experts can help clients get the most out of any performance project—both today and down the road. An educated sales staff can help explain the subtle differences between formulations while offering assurances that new blends can bring positive results.

To get the ball rolling, performance oils and fluids suppliers share their thoughts on common misconceptions, sales strategies and breakout products to help translate the benefits from bottle to throttle.

RAPID CHANGE

If it seems like the performance oils and fluids market is changing at hyper speed these days, the reason is simple—the offerings need to meet the needs of today’s high-tech powertrains and drivetrains.

“The oil market and oil specifications are changing continuously due to the development of increasingly complex engines,” says Steffen Niemietz, senior application specialist, technical department North America/Oceania/LAC for LIQUI MOLY USA Inc. “That’s why our products are being constantly further developed, adapting them to all current requirements.”

Many new demands start at the top and work their way down.

“The biggest factor influencing the market right now is the rapid evolution of transmission and engine technology,” says Josh Steinmetz, brand manager for Hot Shot’s Secret. “OEMs are pushing for higher efficiency and tighter tolerances, which demand fluids that perform under extreme pressure and heat. This is driving the need for more specialized formulations—fluids that not only meet specs, but enhance performance, reduce wear and extend service intervals.”

Cody Wolf, senior sales manager – global powersports and performance for Royal Purple, agrees that evolving engine technology is driving the need for advanced oils.

“As tolerances get tighter, compression goes up and performance increases, the demands on motor oil also rise dramatically,” Wolf says. “It’s critical that lubricant manufacturers continue to advance their products and keep consumers informed about their engine’s needs.”

Carmakers often try to leverage the necessity for new types of fluids by charging more, notes Art Kendrick, director of performance and retail for Red Line Oil, driving consumers to the aftermarket for substitutes.

“Increasingly, expensive OEM fluids are pushing customers to look for alternative products they can use in their vehicles,” he explains. “Performance lubricants typically exceed the OEM specifications, perform better and often cost considerably less. This is driving growth in dealerships and shops.”

Jaret Lozano, manager – lubricants division for VP Racing, has seen how “the continued tightening of requirements and technological shifts have led to yet a deeper demand for advanced formulations. Demand for lower-viscosity synthetic oils, to satisfy high-efficiency and protocols, continues to increase. This is seen in the evolving ICE, EV and industrial worlds where longer service life, performance and new high-performance standards are key. Consequently, this has put a strain on demand for conventional-type oils.”

Jamie Prochnow, director, dealer sales – retail & commercial, and Alex Thompson, director, product marketing – automotive and commercial, for AMSOIL, identify two other factors affecting the market: “Increasing emissions restrictions and efficiency demands.”

IN THE KNOW

Shops may be surprised that many customers know very little about performance oils and fluids. The good news is that it opens up an opportunity for an informational discussion.

One common misconception, of course, is that all oils are more or less the same.

“Lubricants are often seen as a commodity, but in actuality, a performance lubricant is engineered for specific engines and applications,” note Prochnow and Thompson.

Niemietz offers an example.

“Every oil, whether used in a racing car or in a daily driver, must deliver ‘maximum performance.’ Only, the definition of ‘maximum performance’ is different. A ‘race only’ oil has to deliver this maximum performance for one race only, whereas a motor oil for daily use has to do so for one year and 10,000 miles.”

While standards exist, particularly for oils, there are still important distinctions, Steinmetz says.

“There’s a huge difference between products that simply meet a spec and those that exceed it with advanced additive technology,” he notes. “Educating customers that premium fluids deliver measurable benefits—like reduced operating temps, smoother shifting or longer component life—can help justify the investment.”

On the flip side, however, are drivers who think the products are too specialized for their needs.

“A common misconception shops must deal with is that customers often believe performance oils are only for performance or racing applications,” Kendrick explains. “It’s been an uphill battle to explain the features and benefits that come with using a performance product.”

Wolf notes that some brand-conscious drivers are hesitant to change from products they’ve used in the past.

“We often hear that because Customer A has always used Brand X, they cannot make a change—but that’s simply not true,” he says. “As long as the alternative product matches the intended application, switching is fine. Most oils and fluids are compatible across brands, and upgrading your product is often acceptable and beneficial.”

Still, brand loyalty can be an advantage, notes Lozano.

“As much as technology has moved the goal posts and changed how oils and fluids are made to meet higher standards, a large number of customers are still looking for tried-and-true brands and key features, words and benefits,” he says. “This is seen at the retail level as well as with the true racer.”

SLICK SALES

Shops can benefit from tips, tricks and best practices to achieve maximum sales of performance oils and fluids and the happy customers that come with them. A great first step, according to Prochnow and Thompson from AMSOIL, is simple—“recommend them.”

“Shop technicians are seen as experts in the field. Customers trust their opinions,” they say. “Armed with the right information, (shops) have great influence on the lubricant choices of their customers.”

Hot Shot’s Secret’s Steinmetz says it’s best to start with a simple discussion.

“Focus on performance-driven education. When technicians understand and can explain why a product performs better—using real data or customer success stories—it builds trust and makes upselling a natural part of the conversation,” he says. “Demonstrating improvements in wear reduction, shifting quality, efficiency or longevity goes a long way toward increasing sales.”

Lozano from VP Racing says it’s best to “understand the customer, where they come from and what they are looking for as it relates to the liquid and the specific application. Some may only be concerned with price, but most want the best of both worlds—high performance while maintaining strong protection at a viable price. Many oils today are very good, but they are not all created equal when it comes to aligning the best liquid with the overall needs of the equipment and, as important, the customer’s desires and goals.”

To help, a knowledgeable sales staff helps build solid relationships and trust, says Niemietz from LIQUI MOLY.

“Be educated about the latest developments in the market in order to sell the right products to the customer,” he says. “Specifications and classifications are evolving rapidly. Also, inquiring about the customer’s project will help to understand his individual needs and the project’s requirements better. Don’t underestimate asking questions in order to recommend the right products.”

Royal Purple’s Wolf encourages shops and drivers to continuously search for the best solutions.

“Stay open-minded and willing to try new ideas and products. Since products are constantly evolving, there may be better options available than what you currently use,” he explains. “Don’t hesitate to contact manufacturers with questions—they are experts willing to help. Most importantly, find brands and products that align with your business strategy so you can consistently deliver value to your customers.”

In the end, application is king, says Kendrick from Red Line, and opportunities arise with related purchases and projects.

“Always consider what performance oil or additive is required to install the part you’re selling,” he says. “If the customer needs additional products to complete the installation, don’t miss the opportunity to sell them everything. This makes the shop more profitable and keeps the customer from potentially making another trip elsewhere to buy additional parts.”

PERFORMANCE OILS & FLUIDS

HOT PRODUCT: Signature Series 100% Synthetic Motor Oil
FEATURE & BENEFITS: Offered in a wide variety of viscosities covering most makes and models; emissions-compatible; service intervals of up to 25,000 miles or one year; robust detergent package keeps engines clean and resists thermal breakdown and oxidation.
AMSOIL
Jamie Prochnow
Director, Dealer Sales – Retail & Commercial
Alex Thompson
Director, Product Marketing – Automotive & Commercial

HOT PRODUCT: Green Diamond ULV Transmission Fluid
FEATURES & BENEFITS: Engineered with advanced 100% Group III base oils and proprietary friction modifiers for ultra-low viscosity applications; improves shear stability and oxidation resistance; delivers smooth, consistent shifting; reduces wear and lowers temps.
Josh Steinmetz
Brand Manager
Hot Shot’s Secret

HOT PRODUCT: Speed Tec Gasoline Performance Additive
FEATURES & BENEFITS: Formulated with top-tier ingredients; provides improved throttle response under partial engine load; guarantees maximum engine performance and efficiency.
LIQUI MOLY USA Inc.
Steffen Niemietz
Senior Application Specialist, Technical Department North America/Oceania/LAC

HOT PRODUCT: MT-LV (70W/75W) GL4 Gear Oil
FEATURES & BENEFITS: Used in many 2018-newer manual transmissions, transfer cases and dual-clutch transmissions; features high-quality PAO/ester base stocks; delivers quicker shifts and low fluid friction to improve power transfer and fuel economy.
Red Line Oil
Art Kendrick
Director of Performance & Retail

HOT PRODUCT: High-Performance Street (HPS) Motor Oil
FEATURES & BENEFITS: Formulated to maximize performance in high-performance and modified engines; proprietary Synerlec technology delivers maximum film strength; elevated levels of ZDDP increase anti-wear protection; improved sealing; exceptional oxidation stability.
Royal Purple
Cody Wolf
Senior Sales Manager – Global Powersports & Performance

HOT PRODUCT: VP Pro Grade Full Synthetic SAE 0WT Racing Oil
FEATURES & BENEFITS: NHRA Pro Stock championship-winning oil; designed to create the perfect balance of protection and performance.
VP Racing
Jaret Lozano
Manager – Lubricants Division